As Karen mentioned, one of the key items for us was to bring the stories back home. We had the fortunate experience in Vancouver of having our athletes compete in front of Canadians. How can we bring that energy and impact back to Canadians consistently when the games are not hosted in Canada? After London, we were quite disappointed with the amount of coverage that our Paralympian teams got, so we took the bold move to acquire the rights.
We're not a television station and we're not professionals in that medium, so we forged partnerships with the biggest media outlets in the country and sought their guidance on how we could bring more coverage to Canadians through a variety of channels, from digital channels for a younger audience to the traditional linear broadcast platforms.